Press releases have taken on a life of their own. They can be posted on the Internet, e-mailed, included in blog entries, complemented with podcasts, put out on RSS feeds and more...
We've talked about this before. But an announcement today from PRWeb highlights just how far the press release has come.
PRWeb, an online press release distributor, is making available to its clients a new search engine optimization tool -- a wizard that will let communicators analyze their releases to see how they will score with search engines like Google and Yahoo! Here's how PRWeb describes it:
SEO Wizard's computer algorithm analyzes the keyword structure within press releases and provides users with reports that guide them in refining their press releases using the best keywords and phrases. These guides use keyword density analysis based on leading search engine technologies. We then provide related terms and phrases that users can substitute for higher performing results.
I like PRWeb and what it's doing to bring the press release into the modern era. I interviewed PRWeb Executive Vice President Mick Jolly about some of these issues in Episode 5 of my Talking Communications with Farrell Kramer podcast.
This search engine optimization announcement, however, tells me that the idea of making news (in the form of press releases) directly available and searchable by the general public is gaining even more momentum than I had imagined. This, in turn, suggests the public is indeed interested in what press releases have to say.
And that says a mouthful about the future of journalism and PR.
Farrell,
Farrell,
I just stumbled on your podcast interview with Mick about a week ago. I did not even know you had done that. This business is full of surprising nuggets. I particularly like the way you handle your intros. If you would like to engage me in a podcast I am game. You are spot on in your analysis about the state of PR and journalism. These industries are changing daily. If I could, I would like to add some more insights to your post.
PRWeb has been offering search engine optimized press release since 1997. An important distinction needs to be made between SEO of a press release and the SEO DISTRIBUTION of a press release. There is a lot of confusion in the marketplace about the difference here. You can search optimize a press release all day long, but unless you have a search engine optimized platform for distribution ,all you have at the end of the day is an electronic document that has been search optimized. You really need the two pieces together to be truly effective; however you can send out an un-optimized release on a SEO optimized platform (PRWeb) and still reap incredible results.
About 3 or 4 years ago we started offering an optimization service as a compliment to our SEO platform. During the last several years we built up a set of tools that we use internally to assist our clients in optimizing the content. The wizard that we released is that set of tools that we have been using. The only difference is that we put a front-end interface on those tools and tied it to the submission process in the PRWeb platform.
Press release SEO is actually old news now. We started this movement in 1997. Today we have added a number of additional features to our platform and call it direct-to-consumer press release distribution. For the past year we have been steadily moving the cheese. SEO is just part of the current discussion anymore. For example we have built out the only newswire service capable of delivering the emerging Social Media Press Release. There is great podcast material here. I guarantee it.
Thanks for the post.
--David McInnis, Founder and CEO, PRWeb
David,
David,
Thanks for your kind words and for sharing your thoughts.
The topic of press releases is fascinating to me -- in large part because I think so many communicators are missing the boat on just what can be done with this medium. With the kind of tools you offer, I believe the power of the press release rests in what a communicator does with the release. PRWeb has provided many interesting options.
I'd love to have you on the podcast. Let me check my episode schedule and I'll get in touch with you directly. Episode 7 is scheduled for release tonight and we look at the convergence of journalism and marketing by talking to a leading journalism educator wrestling with these issues. It's a good interview.
Thanks again for all the work you and your PRWeb team do. It's a great service.
Hi Farrell,
Hi Farrell,
As a power user and acknowledged evangelist for PRWeb, i have to tell you that this platform is markedly different than anything on the market that I'm aware of. I've spent the big bucks, tried all of the free services (even made a pitch to purchase one) and considered building my own.
Foolish thinking. What David McInnis and his technology team (a nod to the Castle Monkey and friends) is develop their PRWeb service from the very first line of code to be Search Engine Optimized. This new addition is not just cool for users, it's sort of the natural expansion of exposing the guts of the system in a way that the user can really leverage. It's the human interface to the seasoned and proven technology. I think it's a pretty smart way to go. The first time you use the system you'll see what I mean.
And as far as David's Social media comment above: once you've seen a press release "grow" by way of trackbacks, or see a PRWebPhotowire image suddenly take top spot on a keyword search, or do a tag search in Technorati and find a whole page of PRWeb releases -- it's then you realize that this is far more than your Daddy's press release. This is a strong element of the future of media distribution.
Great blog, and I look forward to hearing what comes of the podcast.
Thanks Again,
Mark Alan Effinger
Mark,
Mark,
Thanks for your thoughts.
I agree that PRWeb is a fanstatic service. I believe many businesses would benefit from trying PRWeb, particularly those that can't/don't want to make the big investment in the traditional, large newswire services. I think's right for a number of industries.
From what I have seen, PRWeb easily outclasses/outperforms much bigger and more expensive services in online visibility.